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Apple’s iPad isn’t the top-selling tablet it once was, as sales have continued to drop over the past few years. In a bid to rally sales, Apple has introduced a new iPad ad campaign, titled “everything changes with iPad”. The latest ad from Apple aims to show how individuals can use the iPad to change the way they do things everyday. It seems clear that Apple is trying to reimagine the iPad as a device for getting things done rather than as an entertainment device. Here’s an overview of the tech giant’s new campaign.
The iPad’s initial sales growth has been in steady decline over the past few years, and there are many reasons behind it. For one thing, tablets aren’t like smartphones. More consumers are opting to buy bigger-screened iPhones, such as the iPhone 6 Plus. In addition, consumers usually hold on to a smartphone for a certain period of time, and then upgrade to a new model that promises better performance and new features. Tablets, on the other hand, have a much longer replacement cycle, with fewer advances in each new model release. They are usually passed between family members, reducing the need for new purchases.
Determined to turn things around with this new slogan, Apple has presented the new ad in a 90-second video displayed on its official website. The film shows adults and children using the iPad to assist with a variety of tasks – from cooking to picking up new hobbies, traveling, redecorating, learning, and communicating with loved ones.
Apple went a step further to promote its ad campaign by creating a dedicated marketing micro-site, and pooling in popular iPad apps like Green Kitchen, MailChimp, Google Maps, and Pinterest. These pitch pages provided solid reasons for us to consider buying an iPad – the argument being that it can change the way we do things every day. To cap it all, they have included a “Why iPad?” section, outlining the key features of an iPad and providing more justification for consumers to purchase one.
Let’s take a closer look at Apple’s dedicated micro-site. It highlights the capabilities of an iPad to make the user’s life easier in many ways.
Apple is expecting an increase in revenue following the launch of this new iPad commercial. If you want to learn how to best implement the iPad into your office, give us a call today and we can help.
Published on 22nd May 2015 by Jeanne DeWitt.